The recession is forcing marketers to sharpen their focus on tactics that are cost-effective and contribute to the bottom line. This means the Internet is getting more attention, since ROI is usually more measurable online than in traditional media.
The Getting and Keeping Customers report analyzes the tactics marketers are turning to under recessionary pressures to acquire and retain customers.
In the Internet space, many marketers are looking to search and e-mail to get results.
Search works well for customer acquisition because ads and organic listings appear in front of potential customers at the very moment they express interest in particular offerings.
E-mail works well for retention because it offers marketers a channel to communicate regularly with their customers. While most customers welcome marketing messages only after they have given permission, the act of agreeing to receive such e-mails also indicates they are potentially valuable customers.
The simplicity and readily controlled costs of search and e-mail are attracting more and more companies concerned about business lost due to the economy.
Key questions the “Getting and Keeping Customers” report answers:
- What is the link between ROI and getting or keeping customers?
- Why is search the best tool for customer acquisition?
- Why is e-mail so effective for customer retention?
- Why does the economy put extra emphasis on getting new customers?
- Why should marketers avoid using e-mail for customer acquisition?
- And many others…
eMarketer Reports—On Target and Up to Date
The Getting and Keeping Customers report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make on-time, on-target business decisions.
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The recession is forcing marketers to sharpen their focus on tactics that are cost-effective and contribute to the bottom line. This means the Internet is getting more attention, since ROI is usually more measurable online than in traditional media.
Executive Summary
Online Sales Conversion, by Site Referral Source, January 2008 vs. January 2009 (% of total referrals)
Key Questions
The eMarketer View
Marketing Goals in the Digital Space
Most Important Marketing Objective According to US Marketers, October 2008 (% of respondents)
Leading Priorities for US Marketers in 2009 (% of respondents)
ROI in 2009 for Select Online Marketing Tactics According to US Online Marketers (% of respondents)
Goals During the Recession
Advertising Goals for 2009 According to Marketers Worldwide, by Level of Importance (% of respondents)
Primary Marketing Goal of US B2B Marketers in 2009 (% of respondents)
Reasons that US Small Businesses Advertise, October 2008 (% of respondents)
Acquisition and Retention Tactics
Marketing Tactic that US CMOs Would Cut Last, October 2008 (% of respondents)
Acquisition Through Search
Leading Customer Referral Sources for US Online Retailers, Q1 & Q2 2008 (% of total referrals)
Allocation of Lead Generation Budget According to Business Professionals Worldwide*, 2008 (% of total)
Select Features Employed by the Top 500 US Retail Websites, 2007 & 2008 (number of sites and % change)
Retention Through E-Mail
Channels that Have Resulted in Improved Online Customer Engagement According to Marketers Worldwide, September-October 2008 (% of respondents)
Attitudes of US E-Mail Users* Toward E-Mail Sent by Companies, 2005 & 2008 (% of respondents)
Channel Preferred by US Internet Users for Receiving Marketing Messages from Companies They Gave Permission to Send Information, by Age, February 2008 (% of respondents in each group)
Attitudes of US E-Mail Users* Toward Saving E-Mail Sent by Companies, by Gender, October 2008 (% of respondents in each group)
Average Number of Promotional E-Mails Sent by US Online Retailers, by Month, 2008
Weekly Time Spent with E-Mail According to US E-Mail Users, by Category, August-September 2008 (% of total)
Types of Permission E-Mail Most Worth Reading vs. Quantity Received According to US E-Mail Users, August-September 2008 (% of respondents)
US E-Mail Users Who Are Open to Receiving Marketing/Promotional Messages in Status or Transactional E-Mails, 2005-2008 (% of respondents)
US Companies that Respond to E-Mail Customer Service Inquiries Within 24 Hours, 2002-2008 (% of respondents)
Number of Customer Service E-Mails Received Each Business Day by US Online Retailers or Their Service Providers, July 2008 (% of respondents)
Methods Used by Marketing Executives Worldwide to Improve Customer Retention, Q4 2007-Q1 2008 (% of respondents)
Sources Trusted by Consumers in North America, Q3 2007 (% of respondents)
Avoiding Pitfalls
Average Search Cost per Click (CPC) in the US, by Industry, January-March 2009
Marketing and E-Mail List Costs per Thousand (CPMs) Worldwide, by Category, October 2007 & October 2008 (average and % change)
US E-Mail Marketing Campaign Metrics, Q3 2006-Q3 2008
Types of Ads/Promotions that US Internet Users Find Acceptable or Annoying, September-October 2008 (% of respondents)
Conclusions
Related Information and Links
Related Links
Contact
Report Contributors
The recession is forcing marketers to sharpen their focus on tactics that are cost-effective and contribute to the bottom line. This means the Internet is getting more attention, since ROI is usually more measurable online than in traditional media.
Ad-ology Research
ADTECH
BtoB magazine
CMO Council
Computer Sciences Corporation (CSC)
comScore Inc.
Datran Media
Dun & Bradstreet
Econsultancy
Efficient Frontier
Epsilon
ExactTarget
Forrester Research
GfK Roper Consulting
Harris Interactive
Hornstein Associates
HubSpot
Internet Retailer
JupiterResearch
MarketingProfs
MarketingSherpa
Merkle
ROI Research
Smith-Harmon
Verse Group
Vovici Corporation
Worldata